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All Journal Jurnal Manajemen dan Bisnis Visionist IKRA-ITH EKONOMIKA Journal of Information System, Applied, Management, Accounting and Research eCo-Buss Co-Value : Jurnal Ekonomi, Koperasi & Kewirausahaan Jurnal Impresi Indonesia EKONOMIKA45 Formosa Journal of Multidisciplinary Research (FJMR) Asian Journal of Management Analytics Journal of Management, Economic, and Accounting MABUSS: Journal of Management, Business and Social Sciences International Journal of Economics, Business and Innovation Research Jurnal Ekonomi, Manajemen, Akuntansi Jurnal Bisnis dan Pemasaran Digital
Wenny Permata Sari
Universitas Bandar Lampung
Religion Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Social Sciences Other

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The Influence of Brand Image and Perceived Quality on Customer Loyalty at Merlin Gold Shop in Bandar Lampung Devi Mala Dewi; Wenny Permata Sari
Journal of Management, Economic, and Accounting Vol. 5 No. 2 (2026): April
Publisher : Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/jmea.v5i2.1284

Abstract

Competition in the jewelry industry requires business actors to build and maintain consumer loyalty through strengthening brand image and quality perception. Merlin Gold Shop Bandar Lampung as a relatively new business still faces challenges in maintaining consumer loyalty amid competition with established gold stores. This study aims to evaluate the impact of quality perception and brand image on consumer loyalty at Merlin Gold Store in Bandar Lampung. This study uses a causal associative approach with a quantitative methodology. Questionnaires were distributed to 100 respondents, and data were collected through multiple linear regression analysis with IBM SPSS Statistics version 27. Research shows that consumer loyalty is strongly influenced positively by the perception of quality and brand image. Simultaneously, consumer loyalty has been shown to be significantly influenced by the perception of quality and brand image. These results show that consumer trust and satisfaction can be improved with a strong brand image and perceived high-quality products. The study's conclusions reinforce the idea that local gold stores should implement important strategies to grow and maintain consumer loyalty, including consistently improving product quality and strengthening brand image.
Pengaruh Brand Equity Dan Brand awareness Terhadap Keputusan Pembelian Oli Mpx 2 0.8 Liter Di Hermon Motor Erick Gerard Zefanya Walansendow; Wenny Permata Sari
IKRAITH-EKONOMIKA Vol. 9 No. 2 (2026): IKRAITH-EKONOMIKA Vol 9 No 2 Juli 2026
Publisher : Universitas Persada Indonesia YAI

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Abstract

Penelitian ini bertujuan menganalisis pengaruh Brand Equity dan Brand Awareness terhadap keputusan pembelian oli MPX 2 ukuran 0,8 liter di Hermon Motor. Persaingan produk pelumas pada segmen sepeda motor matic menuntut penguatan merek sebagai penentu perilaku konsumen. Penelitian menggunakan pendekatan kuantitatif dengan desain asosiatif-kausal. Populasi penelitian berjumlah 467 konsumen yang membeli oli MPX 2 selama enam bulan terakhir, dengan sampel 100 responden yang dipilih melalui purposive sampling. Data primer dikumpulkan menggunakan kuesioner tertutup berskala Likert lima poin dan dianalisis dengan Structural Equation Modeling - Partial Least Squares (SEM-PLS) menggunakan SmartPLS 4. Hasil analisis menunjukkan bahwa Brand Equity berpengaruh positif dan signifikan terhadap keputusan pembelian, demikian pula Brand Awareness berpengaruh positif dan signifikan. Secara simultan, kedua variabel memberikan kontribusi yang kuat terhadap keputusan pembelian dengan nilai R² = 0,767. Temuan ini menegaskan pentingnya penguatan ekuitas merek yang didukung oleh tingkat kesadaran merek dalam membentuk keputusan pembelian konsumen.
Co-Authors Adi Gunawan Aimar, Muhammad Pablo Arifin, Nabilla Nur Azhari, Imam Barusman, Andala R P Desta Adelia Devi Mala Dewi Dina Lestari Yulianti Dwi Puspita Anggraini Erick Gerard Zefanya Walansendow Extevanus, Leonaldi Harum Melati Indah Pertiwi Hepiana Patmarina, Hepiana Herma Waty Simamora Ilham Fahrezi Irsandi Lestari, Indah Puspita M. Oktaviannur M. Yusuf S. Barusman Mega, Selfia Alke Muhammad Zefri Obadja, Nathanael Nicholas Obadja, Nathanael Nicholas Rama Editya Gustomo Ramadhan Wijaya Restu Tria Wendra Suci Asfarani Suhaimi, Suhaimi Tiara Fajar, Abbellia Tina Miniawati Barusman Tri Lestira Putri Warganegara Wijayanti, Dini